Giorgio Armani has taken the surprising step of naming Lady Gaga as part of the Armani family – everyone’s favourite steak fan has just signed a multimillion-dollar agreement with the Italian superbrand. Apparently Armani's niece Roberta Armani, brokered the deal after the success of last year's American Music Awards in LA where Gaga wore three increasingly jaggedy, futuristic lightening bolt ensembles by Mr Armani.
According to Roberta, the special relationship is good for Gaga because 'it wouldn't be possible to give Gaga a look from the collection because she wears pieces of art. It's theatrical.' She adds that Lady Gaga has helped the company think younger: 'a huge company like Giorgio Armani has the duty to always be alert to trends and what appeals to young people. It helped to see how the world is through Lady Gaga, the way she uses Facebook and Twitter.'
Gaga, although a creative maverick is also hot on all sorts of brand-endorsements, product placements and the like. She has numerous big bucks deals going with phone companies, vodka brands and not least Polaroid cameras. So this deal sounds like a match made in heaven. Will Mr Armani have to start branching out into less conventional materials than silk, tulle and glitter though? Like errrr, BEEF, for example? It remains to be seen.
- Naomi Attwood